P&G and Sesame Workshop Partner to Promote Gender Equality
September 19 2017 - 6:00AM
Business Wire
New public advocacy campaign features new video and programming
to address stereotypes
The Procter & Gamble Company (NYSE:PG) and Sesame Workshop,
the nonprofit educational organization behind Sesame Street, have
collaborated on a new public advocacy campaign to address gender
stereotypes and social norms that prevent girls from accessing
education and following their dreams.
This Smart News Release features multimedia.
View the full release here:
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P&G is sponsoring new Sesame
programming featuring Chamki, a vibrant 5-year-old girl Muppet who
lives on Galli Galli Sim Sim, the Indian version of Sesame
Street. (Photo: Business Wire)
Premiering today at the Global Citizen: Movement Makers Summit
in New York City, P&G and Sesame Workshop’s new advocacy video
features Sesame Street Muppets and children from around the world
sharing their aspirations for the future and why they love to
learn. The video promotes the value of education and career
opportunities for girls, and will run on digital, social, and
broadcast platforms worldwide.
As part of a larger commitment to advancing gender equality
worldwide, P&G is also sponsoring new Sesame programming
featuring Chamki, a vibrant 5-year-old girl Muppet who lives on
Galli Galli Sim Sim, the Indian version of Sesame Street. The
Growing Up Chamki series will explore issues of gender equity in
child-relevant ways, with girls and boys role-playing different
careers and family roles. This aims to teach girls and boys alike
that they can aspire to be anything they want to be. The new
content will be made available to Sesame Street co-productions
around the world.
“Sesame and P&G have a shared commitment to eliminating
gender-biased barriers to education for girls,” said Carolyn
Tastad, P&G Group President, North America. “Sesame has a long
history of promoting gender equality and diversity through its
programming, and the impact their content has on social norms and
attitudes is undeniable. We are proud to work with Sesame to spark
conversations that can motivate change. We want to set a new
expectation that values girls’ education so that boys and girls can
reach their full potential.”
For years, Sesame Workshop has delivered early education to
children across gender lines and socioeconomic classes in more than
150 countries. From Afghanistan to India to Mexico, local versions
of Sesame Street feature strong female characters and teach basic
skills that are critical for girls and boys in a context that
values both equally. Sesame also addresses the role boys and men
can play in creating change, breaking down gender stereotypes, and
fostering the belief that girls and boys have equal rights and
responsibilities. In fact, boys who watch the local version of
Sesame Street in Afghanistan test 29% higher on gender equity
attitudes, and in a number of cases, fathers who watched were
persuaded to permit their daughters to attend school.
“Gender equity is a core element of Sesame Workshop’s global
productions,” said Sherrie Westin, Executive Vice President for
Global Impact at Sesame Workshop. “Our international girl Muppets
are powerful role models for young girls, helping them envision
possibilities they may not have dreamed possible, and, of equal
importance, modeling for boys the importance of girls going to
school—planting the seeds for societal change. We’re thrilled to
build on our long-time partnership with P&G to advance our
shared commitment to investing in girls and helping all children
dream big.”
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and
information about P&G and its brands. Click here to learn more
about P&G’s Citizenship efforts.
About Sesame Workshop
Sesame Workshop is the nonprofit media and educational
organization behind Sesame Street, the pioneering television
show that has been reaching and teaching children since 1969.
Today, Sesame Workshop is an innovative force for change, with a
mission to help kids everywhere grow smarter, stronger, and kinder.
We’re active in more than 150 countries, serving vulnerable
children through a wide range of media, formal education, and
philanthropically-funded social impact programs, each grounded in
rigorous research and tailored to the needs and cultures of the
communities we serve. For more information, please
visit sesameworkshop.org.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170919005416/en/
P&G, CincinnatiChristine Wever, (513)
288-8905wever.cm@pg.comorSesame Workshop, New YorkHallie Ruvin,
(212) 875-6344Hallie.ruvin@sesame.org
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